| 产品的搜寻、经验和信任属性对手机购买行为的影响——基于焦点座谈小组的归纳性分析 |
| |
| 引用本文： | 杨学成,王镠莹. 产品的搜寻、经验和信任属性对手机购买行为的影响——基于焦点座谈小组的归纳性分析[J]. 当代经济管理, 2007, 29(5): 40-45 |
| |
| 作者姓名： | 杨学成 王镠莹 |
| |
| 作者单位： | 1. 北京邮电大学,经济管理学院,北京,100876
2. 中国人民大学,商学院,北京,100872 |
| |
| 基金项目： | “中国人民大学研究生教育创新计划”资助 |
| |
| 摘 要： | 产品的搜寻属性、经验属性和信任属性是影响消费购买行为的重要因素。本文运用焦点座谈小组的定性分析方法,在手机购买的情景下考察了产品的搜寻属性、经验属性和信任属性的构成维度及其对购买行为的影响。结果发现,除了传统的三大产品属性,个人属性也是影响手机购买的重要因素,这些发现可为手机制造商和经销商提供重要的营销实践参考。
|
| 关 键 词： | 搜寻属性 经验属性 信任属性 焦点访谈小组 |
| 文章编号： | 1673-0461（2007）05-0040-06 |
The Impact of Search, Experience and Credence Attributes on Purchase Behavior of Mobile Phone Consumers: a Qualitative Study |
| |
| YANG Xue-cheng,WANG Liao-ying. The Impact of Search, Experience and Credence Attributes on Purchase Behavior of Mobile Phone Consumers: a Qualitative Study[J]. Contemporary Economic Management, 2007, 29(5): 40-45 |
| |
| Authors: | YANG Xue-cheng WANG Liao-ying |
| |
| Affiliation: | 1.Beijing University of posts and Telecommunications.Beijing 100876.China;2.Renmin University of China, Beijing 100872, China |
| |
| Abstract: | Search attribute,experience attribute and credence attribute of products are important factors in consumer purchase behavior.In mobile phone purchase,a qualitative research of focus group is conducted to explore into the constructs of search,experience and credence attributes,and their influences on purchase behavior.The findings indicate that besides the three traditional attributes,personal attribute of consumers could also have influence on mobile phone purchase behavior.Thus it could provide valuable suggestions for both mobile phone manufacturers and dealers in marketing practice. |
| |
| Keywords: | search attribute experience attribute credence attribute focus group |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
